Fashion Talk

Fertile Mind began as a one product company back in 1998 when founder Christine Kininmonth invented the Belly Belt for her own pregnancy.

Belly Belt expanded Christine’s regular suits so she could continue to present the TV news while pregnant.

Since then, Belly Belt has been taken up by almost every maternity and baby store in Australia, and is in almost all department store chains.

Belly Belt has been a regular success story on television business shows and has been nominated as a finalist in business awards.

Christine and her business partner Peter Hooker have now expanded Fertile Mind to include many other innovative products, including their own design – the original 6WayDress and clever nursing wear.

As well as hundreds of magazine articles, Fertile Mind was one of sixteen Australian companies selected for inclusion in “Made in Australia”, a book about Australian entrepreneurship sponsored by IBM.

On the export front, Fertile Mind products are now in 25 countries!

Christine still continues her media career and is a judge on prime time ABC TV’s The New Inventors program.

You can find out more about Fertile Mind by visiting the website - www.fertilemind.com - where you can see a full collection of products now available in the United States.

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Belly Belt from Fertile Mind is a simple kit that elasticizes waistbands in regular clothes so they can be worn during pregnancy.

Fertile Mind president Christine Kininmonth says Belly Belt has changed the way Australian women enjoy the early months of pregnancy. “Hiding their condition from work colleagues is one of the reasons customers give for buying a Belly Belt”, she says. “You look and feel like you always have, while you adjust to the changes in your body shape.”

Fertile Mind’s success in Australia has led it to expand into the US, and the growth includes a move into nursing clothing. “Nursing clothing is a boom industry” says Peter Hooker, Christine’s business partner. “We specialize in nursing tops that, like the Belly Belt, reflect regular fashion trends.”

Christine Kininmonth and Peter Hooker where a popular exhibitor at the Mom2B Trade Show.

For further details you can also see www.fertilemind.com or contact Kylie Mills-Coleman (kylie@fertilemind.com.au) in Australia.

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But white jeans can be the most sensible purchase for your maternity wardrobe. For a start, they always looks fresh and cheerful and they go with anything.

Pair with coloured tanks or dark t-shirts, layer a floaty print top or kaftan, throw on a bikini top and a sheer button-up shirt.

Secondly, they wash so well. Whites can be thrown in with nappies for a good Napisan soak…..ensuring you always look bright and cheery.

One of the most comfortable and lightweight brands of white jeans is the new straight-leg style from Seraphine. Seraphine are known for their award-winning bootcut jean style, which were named “best maternity jean” by UK fashion editors.

Now Seraphine have designed the perfect white jean with a soft, underbelly waistband and hidden elastic pockets. Best of all, there are belt loops so mums can continue wearing their comfortable stretch jeans once baby comes along. A lot of options and super comfort makes these jeans a solid investment at $189.95. Try www.fertilemind.com.au for stockists.

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Fertile Mind’s Goddess nursing top is a case in point. The flattering bust line cleverly hides discreet feeding openings.

The leading nursing fashion is the Glamourmom range with build-in nursing bra tanks and tops. Featuring 4 different styles and a wide range of colours mums feel comfortable and support while they nurse discretly.

Another clever design from Mothers en Vogue is the Classic Sleeveless Ruched Top – a floaty, feminine style in pale pink or black.

For those who prefer to draw attention away from their upper arms, the short or three quarter sleeve Fertile Mind Henley has enough stretch in the fabric for use as maternity wear as well as nursing.

Fertile Mind’s nursing fashion gives mothers more choice in supporting their decision to breastfeed their baby.

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